Proceedings of 5th European Business Research Conference
10 - 11 September 2015, St. Regis Hotel, Rome, Italy, ISBN: 978-1-922069-83-2
The Level of Consumer Willingness to Participate in the
Experience Economy – The Case of Poland
Monika Skorek
The experience economy is a concept that can be defined as a new way of perceiving the
market offer of an enterprise, focusing on the customer experience. Enterprises, both of the
production and service industry, are becoming similar to one another on a massive scale,
which makes it increasingly difficult to stand out. The response to this can be to offer the
consumer an unforgettable experience related to a product or a service provided by a
company. (Pine and Gilmore, 2011). This article analyses the conditions for development of
the experience economy in Poland.
I describes the results of qualitative research on the attitudes and opinions of Polish
consumers on the experience marketing The topics cover the attitudes to the necessity of
shopping, memories of exceptional consumer experiences; opinions on the presented real
examples of using the experience marketing and perceived prospects for its development in
Poland.
Keywords: Consumer experience, shopping behaviour, experience economy, Poland
1 . Introduction
Consumer shopping behaviour can be defined as "the behaviour of households and
individuals buying goods and services for their own needs". The term "consumer" is used
with relation to individuals who buy goods and services for their own satisfaction. There
are two types of entities: individual and institutional. Individual customers buy goods and
services for their own needs. Thus, goods are bought for a personal use. In the
organizations, however, it is profit that matters, as they have to buy products, equipment
and services to operate. (Kotler 2004, p. 601). What the organizations buy, how, where,
when and in what amounts depends on the individual perception, personal perception of
the offer, the social and cultural background; as well as on the family cycle, beliefs,
values, motivation, personality, social class and other factors, both endogenous and
exogenous (Janaki, Premila, 2012, pp. 170-171).
The marketer’s role is therefore an attempt to understand the diverse needs of consumers
and their various behaviours that require in-depth examination of their motivation, both
internal and external. With this, marketing plans of the market participants will be
consciously built. The marketing activity starts with the moment of realization of the
human needs, and its outcome is visible at the moment of achieving the buyers'
satisfaction (Gordon 1987).
Thus, the importance of understanding consumer shopping behaviour has become the
starting point from the retailers' point of view. Much research on the consumer shopping
behaviour was limited to having been carried out by producers of consumer goods.
Currently, it is the retailers that see the need to gather the knowledge on the customers’
shopping; in order to influence their shopping decisions more effectively.
_______________________________________________________________________
Ph.D. Monika Skorek, Faculty of Management, Department of Marketing, University of Warsaw, 1/3
Szturmowa Street, Warsaw, Poland, tel:+48 601497795, e-mail:mskorek@wz.uw.edu.pl
Proceedings of 5th European Business Research Conference
10 - 11 September 2015, St. Regis Hotel, Rome, Italy, ISBN: 978-1-922069-83-2
2 Literature review
2.1 The experience economy
Over the last few decades there have been enormous changes in social, economic and
cultural life, which had an effect on the production and commercial offer prepared by
entrepreneurs. Simple goods have been replaced by more processed products. To help
out the customer, an additional service has been attached to a good, to make the offer
stand out among the competition and make the buyer notice it. Thus, the experience
economy emerged as shown on the below picture.
Figure 1: Customizing the market offer
DIVERSIFIED
IMPORTANT
EXPERIENCE
(staging)
SERVICE
(provision)
COMPETITIVE
POSITION
PRODUCT
(manufacturing)
CUSTOMER
NEEDS
Good
(production)
NON-DIVERSIFIED
UNIMPORTANT
MARKET --------PRICE--------PREMIUM
Source: Pine II, Gilmore (2011, p. 34)
In the recent years, consumers have been undergoing transformation: from passive
buyers they have become active players stimulating and creating new consumption
experiences through active participation in the process of partner marketing.
The empirical paradigm related to the shopping behaviour shows consumption in the
holistic context as symbolic meanings, hedonistic (emotional) reactions and feeling
pleasure (Hirschman and Holbrook, 1986). Following this view, theorists have agreed that
human experience and shopping impulses should be interpreted as the consequences of
their cognitive systems based on the interactions between them and their environment.
This means that individuals responding to particular experiences form or even embody
certain cognitive contexts, and act according to them. All of this eventually leads to
shopping. Thus, the most important thing is to recognize the conceptual bases combining
contextual behaviours and then form empirical and conceptual tools and measures to
determine a role that particular factors play in the shopping behaviour. (Bashar Ahmad,
Wasiq 2013, pp. 145-154).
Representing the marketing approach to experiences, Pine and Gilmore(1999),
considered the fathers of the concept of experience economy and Schmitt (1999a) are
convinced that nowadays experience is the basis for the market offer, which allows to
meet the needs and preferences of today's consumer and to develop a competitive
advantage. In the subject literature you can find three definitions of experience (Ismail et
al., 2011a):
Proceedings of 5th European Business Research Conference
10 - 11 September 2015, St. Regis Hotel, Rome, Italy, ISBN: 978-1-922069-83-2
 holistic, focusing on the human being (and not just his role as a consumer) and all
the interactions that occur between him and the enterprise, eg.(LaSalle and Britton,
2003) "experience comes from a series of interactions between the customer and
the product, the company or its part, which provoke a certain reaction. Experience
is strictly personal and it means engaging the customer on different levels (rational,
emotional, sensual, physical and spiritual" (Gentile, Spiller and Noci 2007a, p.
397),
 based on unforgettable experiences (assuming the key role of an enterprise, which
stages the experiences for the consumer),e.g. experiences are events involving
people on a personal level"; (Pine and Gilmore, 1999),.
 based on co-creation, in which enterprises offer the platform of goods and
services, based on which consumers can create their own unique experiences,
(Prahalad and Ramaswamy, 2004) "induced emotions, feelings, knowledge and
skills acquired through active involvement with the enterprise before, during and
after consumption" (Ismail et al. 2011a, p. 208).

These types of definitions were reflected in the continuum of experiences as proposed by
Caru and Cova (2007). On one side of the continuum there are experiences
independently created by consumers, on the other side there are experiences staged by
enterprises, while in the middle there are experiences jointly created by consumers and
companies. Moving of the market offer from the staged experiences to those created
independently by consumers reflects the evolution of the concept of experience economy
(Boswijk et al., 2007)1.
To sum up, based on the above information, it can be concluded that the use of the above
- mentioned variables by enterprises can facilitate communication between the customer
and the company. This will result in more accurate preparation of the offer, whose use will
be more enjoyable for the customer. This way the experience economy is developing on
the market. However, a question arises: is the consumer ready to participate in the
concept of the shopping service presented in such a way? This question is of greater
significance under Polish conditions where the discussed matter is in the initial phase of
market development. Hence the presented topic has become the subject of personal
research, the results of which are shown below.
2.2 Methodology
The personal research was carried out in August 2013. Five focus group interviews (FGI)
were made: 3 classic and 2 natural. In this research focus group interviews were carried
out by specialised moderators who supervised the course of discussions, directing it
according to a planned scenario and helped the group to reach conclusions. The course
of group discussion was registered in the audio-visual form and the basis for the
interpretation of results was in-depth analysis of the interview course.
The research problem determined at this stage of research was: What is the attitude of
the Polish consumer to participation in the experience economy. In accordance with
the research art, three research objectives were determined to achieve during the
research:
1
More about experience economy K. Dziewanowska, A. Kacprzak, M. Skorek, Gospodarka doświadczeń.
Perspektywa polskiego konsumenta (The economy experiences. The prospect of Polish consumers) up comming,
PWN, Warsaw october 2015.
Proceedings of 5th European Business Research Conference
10 - 11 September 2015, St. Regis Hotel, Rome, Italy, ISBN: 978-1-922069-83-2

assessing the level of readiness of Polish consumers to participate in the
experience economy,
 examining attitudes towards enterprises using the experience marketing
 examining possibilities for potential development of this type of economy in Poland.
All participants were from cities of over 500 thousand inhabitants, due to the fact that in
big cities there is a greater access to commercial outlets using tools from the area of
experience marketing, and their income exceeded PLN 1 000 net. Due to the research
topic, members of households with the income below PLN 500 net were excluded from
the research.
A detailed list of metric data is shown in the below table.
Table 1 List of metric data of FGI participants
Code
Type of
research
group
Age
Sex
Education
R1
Mix
40-65
M
Higher
R2
R3
R4
Mix
Mix
Mix
18-30
40-65
40-65
M
F
M
Secondary
Higher
Higher
R5
Mix
40-65
F
Secondary
R6
R7
R8
R9
Mix
MD
MD
MD
18-30
18-30
18-30
18-30
F
F
M
F
Higher
Secondary
Higher
Secondary
R10
MD
18-30
F
Secondary
R11
MD
18-30
F
Secondary
R12
MD
18-30
M
Higher
R13
MF
18-30
M
Secondary
R14
MF
18-30
F
Secondary
R15
MF
18-30
F
Higher
R16
MF
18-30
F
Secondary
R17
MF
18-30
F
Secondary
R18
R19
MF
SD
18-30
40-65
M
F
Secondary
Secondary
R20
SD
40-65
M
Higher
R21
SD
40-65
M
Higher
R22
SD
40-65
F
Higher
R23
SD
40-65
F
Secondary
R24
R25
R26
R27
R28
SD
SF
SF
SF
SF
40-65
40-65
40-65
40-65
40-65
F
F
F
M
M
Higher
Higher
Higher
Secondary
Secondary
Professional situation
Working: forestry
mechanization specialist
University student
Working-secretary
Working:aircraftsman
Working:administrative
specialist
Working: physiotherapist
University student
Working: logistics specialist
Working-barmaid
Working:administrative
specialist
Working:administrative
specialist
Physiotherapist
Working:administrative
specialist
Receptionist
Working in a real estate
office
Working:IT specialist
Working:assistant
accountant
Working:client advisor
Working:graphic designer
Working:telecommunication
s engineer
Working: construction
engineer
Working:production
manager
Working:administrative
specialist
Working:HR specialist
Working:HR specialist
Working:insurance analyst
Working:cleaning specialist
Working: tourism specialist
Proceedings of 5th European Business Research Conference
10 - 11 September 2015, St. Regis Hotel, Rome, Italy, ISBN: 978-1-922069-83-2
R27
SF
40-65
M
Secondary
R30
SF
40-65
F
Higher
Working:logistics specialist
Working:complaint handling
specialist
Personal source
*Mix - mixed group; MD - younger group in a house; MF - younger group in the focus
research studio; SD - an older group in a house; SF - an older group in the focus research
studio
The interview scenario consisted of five parts. The first included the area introducing the
research theme. The respondents discussed their feelings evoked during shopping. This
area was to check to what extent the participants derive pleasure from the shopping
process. The second part was to examine how the participants describe feelings related
to the most and the least pleasant shopping memory. The third part was to examine their
attitudes towards the real examples of the experience marketing, whether it is a
phenomenon that arouses their enthusiasm or their suspicion? Would they want to
participate in it?
In the research three presentations were used to give examples of using the experience
marketing: the M& M's store in Las Vegas, The Mexican restaurant and the Guinness
Storehouse.
1. M&M’s World store in Las Vegas. Glass tubes filled with colourful M&M’s
pills, souvenirs in the form of trinkets with the image of favourite M&M’s
characters. On the spot in a special machine, you can prepare personalised
pills. For those who cannot or don’t want to go to Las Vegas, M&M’s offers
the same possibility online.
2. The Mexican restaurant2 is a Polish franchise network with a characteristic
Mexican design. The restaurant staff wears special clothes modelled on
traditional Mexican outfits. In the restaurant there are dance performances
and the musicians play Mexican songs. Also bartender shows made while
serving some dishes are interesting.
3. Guinness Storehouse3, located in Dublin, is a production site for the
legendary Irish beer. Every visitor is shown the detailed process of
production. Then visitors go to a room where they can learn how to properly
pour a perfect pint of Guinness and taste it. If you pass a test checking your
beer-pouring skills, you can receive a special certificate documenting your
qualifications.
The aforementioned three presentations were shown to the research participants with
comments to the photos so that everyone had the same level of knowledge about the
examined offers associated with marketing experiences.
Fourth part of the research was to determine whether the research participants were
more inclined to collect material objects or intangible experiences. This area was divided
into discussing three sub-categories: the old and new materialism, a definitional approach
to "happiness" and transformations; a term to define the approach to the transformational
aspect of the experience marketing, i.e. goods and services to change our lives. The aim
of the fifth part of interviews was to check whether, in the participants' opinion, the
marketing of experiences has a future in Poland.
2
3
See photos on: http://www.mexican.pl/
See photos on: http://www.guinness-storehouse.com
Proceedings of 5th European Business Research Conference
10 - 11 September 2015, St. Regis Hotel, Rome, Italy, ISBN: 978-1-922069-83-2
3 Findings
3.1 Shopping as pleasure
The first issue was related to the question about feelings during shopping and the
attitude towards doing it. The respondents' answers showed all possible feelings, from
"I love shopping" through a moderate affection or not having any feelings to an animosity
towards shopping.
Positive. I'm never mad that I have to go shopping. It's a pleasure. Any shopping:
cosmetics, clothes, groceries (7).
I don't feel any emotions, I just enter a shop, buy and "see ya", as they say (16).
I don't like shopping. I never have any money. I generally hate shopping (24).
In the second phase of this part of the research, the respondents were asked to comment
on the kind of shopping that gives them sheer pleasure or towards which they feel
aversion. Their answers can be classified according to the following categories:
 type of things bought,
 place of shopping,
 company in which shopping is done.
" I, e.g. don't like doing grocery shopping because I always put too much into the cart and
then I have to get rid of it" (3).
" Contrary to the prevailing stereotypes, I somehow don't like shopping for clothes" (6).
"I have recently purchased something that gave me an incredible joy". What was it? You
could hear it when I came (laughs). I have bought a new motorbike. You can say that it
was a management of experiences (laughs). We should make our dreams come true, so I
bought a motorbike that I had seen and liked before. I knew then that I would like to have
one like this. (...) I have a device that I had always dreamed of. (20).
" I cannot imagine shopping with a female friend, with a female colleague, with the whole
pack of women like some shop with." I wade through the..... for hours by myself" (25)
"I shop for groceries because I have to, in local shops, I don't like shopping in
supermarkets" (29).
3.2. An exceptional shopping memory
The second part of the research focused on exceptional shopping memories. The least
pleasant shopping that the respondents experienced was due to different reasons. It was
the result of e.g. the presence of a moody child who made the choice of products difficult,
or problems with the credit card or with finding a car at a big parking lot or with a lack of
supplies. Pejorative experiences were characteristic for the sales service. Shop
assistants' incompetence and tactless behaviour were mainly quoted.
" I mean banking services are unpleasant for me. Not so much for the service... in
Polbank the case of seizing my bank account was dealt with for an hour. The clerk after
consulting the branch manager referred me to the helpline. The service was simply poor.
An absolute incompetence" (27).
Instead, the description of the most pleasant shopping is on one hand recalling rare
situations which are long awaited, often related to buying expensive products.
" I once had a situation where I bought quite expensive perfume and I got another one for
free. I was shocked" (4).
Amongst the respondents' answers on the most pleasant shopping, there were stories
related to the individual approach to the client, appreciating long-term cooperation or
Proceedings of 5th European Business Research Conference
10 - 11 September 2015, St. Regis Hotel, Rome, Italy, ISBN: 978-1-922069-83-2
receiving an unexpected freebie. The respondents also pointed to situations when shop
assistants were able to admit to a mistake or show their commitment.
"I really like it when the shop assistant personally recognizes me. Suddenly we receive a
discount on a product. It is cool that they recognize us in this shop and we will arrange
other things there" (8).
3.3. Attitudes towards real examples of using the marketing of experiences.
The middle part of the described research was based on three presentations within which
examples of using the marketing of experiences were shown. The cases of the M& M's
World showroom from Las Vegas, the brewery of Guinness Storehouse of Dublin and the
chain of the Mexican restaurants were shown. The aim of this phase was to examine
attitudes of the research participants towards the real examples of the marketing of
experiences. Is it a phenomenon that evokes enthusiasm or suspicion?. Would they like
to participate in it?
The first impression was positive amongst the research participants. After a deeper
analysis the participants' emotions cooled, which resulted in the expression of criticism
towards some of the shown solutions related to the marketing of experiences. The
opinions differed depending on the age, although generally the activity of the Guinness
Storehouse brewery was viewed most positively. In case of M& M's World the opinions
were often positive referring to it as an attraction for the families with children. The
greatest controversy aroused the activity of the Mexican restaurant. The comments were
both positive and very critical.
In the presentation of experiences there were very positive reviews: "The Mexican is fun,
they play music and there are other things". I agree in 100% that it is simply the best (13),
but also there were neutral opinions: "In my opinion it is not treated as a place for
shopping. In this place you can spend your free time and in this process do some
shopping" (20) and there were also negative comments: "This is a one-time place, you
don't want to come back because it is boring" (23).
Respondents are also aware that transferring of experiences is a lure the client has to pay
for:
" Yes, it is connected with a bit bigger costs, right. Nothing comes for free. You have to
bear a greater cost for sure. I suppose that such M& M's cost much more in this factory
than a package of M&M's in a shop. It is appealing but unfortunately it is also a catch for
clients to leave more money here".
Almost all respondents expressed their willingness to do shopping in the majority of
presented examples. They indicated attractiveness of these places connected with the
possibility to experience something different and unusual and to personalize souvenirs.
Respondents pointed out the different possibilities of using various elements, such as
giving the exceptional M& M's pills as a present or "accidentally" spilling them before their
friends. Younger respondents pointed the exceptional atmosphere that accompanies
meals in The Mexican, associated with live music and dancers' performances, although
there was also some criticism:
" I think the brewery is a great idea, because if each time a new friend joins us and we go
out again and again, then at the end there is this pub where we can sit and relax.
(laughs). Generally this could be repeated (13).
Proceedings of 5th European Business Research Conference
10 - 11 September 2015, St. Regis Hotel, Rome, Italy, ISBN: 978-1-922069-83-2
3.4 Values and transformations
Within the fourth phase of the research, three areas that make up the values and
transformation were examined, i.e.: materialism and ostentatious consumption, happiness
and transformations.
The respondents' answers differed here depending on their age. Younger respondents
pointed that they like spending money on pleasures such as sweets and brand items,
which are of good quality; and on cars.
" On things that will stay with me. I have to spend it on food and on cosmetics. I like
spending money on clothes, books and games most" (11).
The older respondents pointed the household elements, such as furniture and household
appliances. It is also enjoyable for them to be able to acquire some goods in an
unconventional way through different deals or work input.
" I like spending money on others, in particular on kids. Toys, clothes, fun moments" (24).
The most difficult question of the research turned out to be the issue of happiness. It
aimed at finding to what extent the participants condition the achievement of happiness
from money, material possessions and acquired experiences.
The concept of happiness is defined differently by the respondents. The most interesting
statement indicated the relationship between leisure and work.
"He does what he likes" (21).
The broadest concept of a happy man was presented by a participant from the older
group carried out in the traditional way:
"He accepts himself as he is, with all his disadvantages and advantages, he finds
pleasure in small things. He is open for any type of experiences, people, the world and so
on" (26).
Transformations are an integral part of our lives. The respondents were asked about how
shopping transformed their lives. The associations varied. Respondents pointed shopping
on different scales and of a different character. Among others, they pointed the purchase
of an apartment, a car, a horse, a bike, a computer, a mobile phone or a visit to a beauty
salon and services allowing for self-development. Therefore, they associated
transformation both with material and spiritual goods.
"Maybe I didn't buy it, but because I have a horse, I think this caused a lot of changes in
my love life and I’ve made decisions which strongly influenced the place in which I am
now. These are not nice memories so I will not talk about it. But this was the moment
when many things changed. I met the father of my child thanks to the horse, we are no
longer together so there is no happy ending to the story but I have a son. There is always
something for something in life. This was the product which apparently gives me
happiness" (18).
Prospects for the development of the marketing of experiences.
In the final phase of the research the respondents were asked about their opinion on the
future development of the marketing of experiences in Poland.
Respondents again referred to the fact that in their opinion in Poland there are already
actions carried out in the area of the marketing of experiences. They mainly referred to
services, such as the hairdresser’s or beautician's. However, a positive conclusion is that
the experience economy in Poland will be developing, in the respondents' opinion.
" I think there are quite a few places of this type in Poland. But they aren't simply so
popular yet or as someone said: maybe not on such a large scale" (13).
Proceedings of 5th European Business Research Conference
10 - 11 September 2015, St. Regis Hotel, Rome, Italy, ISBN: 978-1-922069-83-2
However, the respondents managed to give a few specific examples which was shown in
the below table.
Table 2
Enterprises using the strategy based on experiences indicated by respondents.
Company
Action
Polkomtel
The possibility of testing the operation of offered
Apple
products.
Ikea
McDonald
Offering toys to sets.
Disneyland
Creating cartoon fairy-tale atmosphere.
Polish Television
Brewery
in
Lwówek Śląski
Spiż Brewery in
Wrocław
Wedel
Chain of bars from
the period of the
People's Republic
of Poland
The possibility to visit the production facilities, the
purchase of souvenirs.
The possibility to design a personal birthday cake.
Using souvenirs and creating sentimental
atmosphere.
The respondents' answers indicate the necessity of changing the activity on the market of
trade entities due to a huge competition. Easy and fast comparison of product offers does
not facilitate business operation. Hence there is a space for the usage of elements of the
experience economy.
" I think that any non-cliché activity that will make such shops stand out, irrespective of the
industry, will be well perceived. Now anything that is available worldwide, is also available
in Poland. There is no problem to buy something. There is an abundance of shops and
we try to make shopping most comfortable and least time consuming if all shops are the
same. If there is any gift, be it a feeling or an experience, then it will be its plus. This
means that this enterprise will gain more customers because it will generally stand out
among the others" (19)
Considering the participants of the experience economy, respondents pointed mainly to
young, brave and not scared of novelties. Families with children as well as modern and
mature consumers were also quoted. The age and the attitude to shopping were also
considered. Older persons will rather avoid solutions offered within the marketing of
experiences.
"Curious young people" (17).
Older persons have their habits and old views on something and the advertisements do
not convince them" (7).
"Bored with routine shopping. "Those who have a lot of time" (19).
Finally, the last issue raised was to point what would have to change in the customer
shopping process to make the buyers interested in the experience economy or change
their negative experiences?
The group of older respondents discussed the area of materialism. In their opinion,
"something" would have to be given and discounts applied. They also pointed to the
comfort of time.
Proceedings of 5th European Business Research Conference
10 - 11 September 2015, St. Regis Hotel, Rome, Italy, ISBN: 978-1-922069-83-2
"Any additional grants in the price of a ticket, in this case beer, I don't know, receiving
some grams of M&Ms (laughs), a small mascot, a pencil with a rubber" (25).
The mixed group conditions their willingness to participate in the experience economy
from the amount of remuneration.
"They should be paid more" (1).
" You need to have more time. Poles are, however, a very busy nation and it may not
succeed due to their lack of time" It looks differently in the West where they live and work.
We work and live. And an attractive offer" (20).
In the opinion of the younger respondents, the best way to communicate innovative
marketing solutions is to use social media. The older respondents would rather see
specific actions in shopping centres.
4 Discussion and managerial implications
The above analysis of the conducted research shows that consumers are prepared to
transition from the economy based on products or services to the economy based on the
experience at a moderate level. The respondents' answers indicate a high amount of
materialism. They often don't notice any additional experiences focusing only on the
product functionality and price. However, they show a great approval for actions
undertaken within the experience economy and they declare their willingness to
participate in this type of consumer activity.
The respondents who took part in FGI foresee the development of the experience
economy treating it as a form of an enterprise promotion and meeting consumers'
expectations. They are aware of the usage of elements of the experience economy in
their environment. They indicate that success of these actions should be based on a high
quality of experiences and an appropriate price strategy. In their opinion, those who are
interested in the experience economy are open and curious of the world, paying attention
to experiences rather than to material goods. They also point to young persons or families
with children. The least interest in the experience economy may show the elderly, the
poor, the intellectuals and those who feel superior. To encourage consumers to take part
in the experience economy, intelligent advertising campaign could be made in social
media and by word of mouth. Also, physical approach to consumers is important,
particularly for older persons.
5 Limitations and further research
A significant limitation of the research is the applied research method. Each qualitative
research, including FGI, does not allow for testing on representative samples and
generalizing the results onto the entire population. Based only on subjective statements of
a small group of respondents we receive information on basic topics which should then be
explored through the use of quantitative methods.
Another limitation are selected examples used in the research of M & M's World,
Guinness Storehouse brewery of Dublin and the chain of The Mexican restaurant. . Their
low popularity on the Polish market meant that in the first two cases, the majority of
respondents spoke only on the basis of shown pictures and descriptions, which certainly
does not translate into the actual description of the consumer experience.
The third limitation was the selection of the research sample which was made only of big
cities' inhabitants, which could also influence the partiality of the respondents' opinions.
Proceedings of 5th European Business Research Conference
10 - 11 September 2015, St. Regis Hotel, Rome, Italy, ISBN: 978-1-922069-83-2
Thus, the recommendation for further research is to use methods of quantitative research,
choosing at the same time a well-functioning entity on the Polish market, that uses
elements of the marketing of experiences and make research on a representative sample
of the inhabitants of Poland.
Acknowledgements
This article was based on research conducted as part of a project funded by Narodowe
Centrum Nauki (National Science Centre): decision number DEC-2012/05/B/HS4/04213.
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